Last month, a young woman in Cork City was placed into an ambulance while a stranger recorded her without consent. The stranger was Vladyslav Morhulets, who films what he calls ‘point-of-view pranks’ using Meta’s Ray-Ban camera glasses, and who at last count claimed an audience of more than a million followers on TikTok. Imagine how the woman must have felt upon finding that her medical emergency had been recorded, edited, posted and monetised across Morhulets’ social media accounts.